When our products want to be found by buyers, they must first match the keywords searched by buyers, so that our products can be displayed at the front of the search page and greatly increase the click through rate. Many sellers will choose to optimize the title after a period of time after the product goes on sale. However, after optimization, they find that they often fail to achieve the desired effect, and the traffic is also reduced. What's going on here?
1、 When is it appropriate to optimize the title?
If we want to optimize the title, we must first know when we can "use the knife" on the title, which is very important and directly related to the success or failure of our title optimization.
1. Initial stage of new products
Many sellers ignore the preparation of basic work such as the title of the baby based on the sale of the baby on the shelves. As a result, they realize whether there is a problem with the title only when they find that there is no traffic and no order after the baby goes on the shelves.
It is very important to choose words when the baby is newly enrolled. You should choose words according to your baby's core advantages, which means that you choose the right scope of competition for yourself, which will have a beneficial impact on the further development of your baby. In the new product period, due to the weak label and weight, the optimized title will not have a great impact on the baby at this time, and proper adjustment is also conducive to the adjustment of the overall drainage direction of the baby. However, it should be noted that if there is a new product standard, you need to wait until the new product standard expires to optimize the operation, so as to avoid the early expiration of the new product standard due to modification.
2. When the flow is stable
Many sellers will think that when the traffic of the baby is stable, they should not optimize the title. This is a wrong understanding at this time. When the flow of the baby is stable for a period of time, it means that the baby has entered a bottleneck period. If the key words of the baby are not adjusted at this time, the baby is likely to slowly become unsalable. But at this time, the optimization should pay attention to several problems: the words that can bring traffic stably should not be changed, the number of words modified each time should not exceed 3 words, and the title should not be changed frequently. It is better to modify keywords in the early morning of the two days near the time of offline.
3. When the goods are not entitled to weight
When we observe the daily data of the store, we may find that the free natural flow of the baby will decrease at the beginning, and the overall natural flow will continue to decline. At this time, we should be alert whether the weight of the goods is gone.. For example, if you sell small white shoes, at first you used the attribute word "versatile", which also has a high weight, bringing you a lot of traffic. Then one day, a more powerful competitor appeared, whose product advantage is also more obvious than yours, so his ranking and weight came up, and your ranking and weight went down. Unfortunately, due to various reasons, you can't find a more effective solution. In this case, you can only optimize the title or even delete the original link by reselecting the weight words to reopen the battlefield.
4. When it becomes a unsalable commodity
If the baby has no traffic and no sales, we can judge it as a unsalable product. For babies without any market value, we will not relent, and resolutely delete the product links, including the pictures in the image space; As for the unsalable babies caused by our poor basic work in the early stage, we should first remove them from the shelves and then re optimize them from the title, main drawing to the detail page. The original core weight words can no longer be used at this time, so it is necessary to re select and delimit the scope of competition to turn unsalable babies into "new babies", so as to regain the weight of new products.
2、 Why does changing the title change the traffic?
Some sellers will wonder why I changed the title and lost the traffic? Have you committed any of the following mistakes?
1. Optimize the title without traffic
Many sellers immediately identify the lack of traffic as a problem of the title, so they optimize keyword operations. Stop! First of all, we should know that the title can only provide us with opportunities to show, not weight and traffic; The optimized title will not directly bring traffic to the store, but will bring traffic due to the influence of baby popularity and the overall weight of the store. If the store has no traffic or the traffic drops, it will change the title, which will only lead to less traffic and more severe decline in the ranking of babies.
2. Copy the title of the best seller
This is a common mistake made by many novice sellers. Novice sellers lack experience in writing titles and do not know how to select keywords. When their own titles are not good, they often choose to copy the titles of other high sales babies, because these babies have good performance in various data, high link weight, and introduce more traffic. However, we can not copy the weight of others' babies, nor can we bring traffic to our own babies, or even lose the opportunity to show our babies.
3. Blind word selection
When optimizing the title, some sellers only want to choose those popular words, and often ignore whether the word is suitable for our baby and the store. When we input search keywords on Taobao, we will find a lot of extended words below. These words are recommended by Taobao according to buyers' recent search and click purchase. Many people see them, and many click on them. Therefore, these words can be regarded as hot search words, so there will be words in the seller's drop-down box to combine titles. From this point of view, this method has certain advantages. These words are likely to bring us a lot of traffic.
However, for our small and medium-sized sellers, the early stage of baby launch is a very critical period, and it is also an important stage of weight improvement. At this time, we need to use some keywords that can help us quickly increase the weight. However, the words in the drop-down box cannot see the specific data, and we do not know how competitive these words are, so we use them blindly, It may be misused to the competitive keywords, resulting in no traffic.
3、 Rescue method for error in modifying title:
If the natural search traffic drops due to careless modification of the title, we usually have two ways to save it:
1. Immediately change back to the original title. If the weight of the whole link is reduced due to the wrong selection of keywords, it means that when we optimize, we move to the original leading keywords or words with stable traffic. At this time, we need to change the original title back to reduce the loss caused by weight changes;
2. Increase investment in through trains. In addition to changing back to the original title and continuing to lead back to the natural flow, we should also use the power of the through train to properly add investment in specific keywords, and use the through train to pull back the flow, so as to stabilize the natural search.
4、 How to optimize the title?
1. Identify active and inactive keywords
When modifying the title, you must not replace the keywords with weight in the title. This requires you to analyze the details of the baby search traffic of the title to be modified.
It should be noted that as long as the title is modified, your weight will definitely become lower in a period of time. The reason for the decrease is not just that the right is reduced when the title is modified, but that you add or delete words in the title. These words have accumulated a certain weight in a period of time before, and the newly added words have no weight, which will cause a decline in traffic. When we modify the title, the subject word cannot be moved, the flow word cannot be moved, and the words with low flow and high conversion rate cannot be moved. What we need to do is to fine tune the attribute words. The range of each replacement should not be too large. Basically, two or three words can be replaced, and the time for replacing keywords should be as short as possible in the time of less flow. In addition, the frequency of title modification should not be too frequent. Frequent modification operations in a short period of time may be wrongly caught by the system as violations, resulting in being demoted.
2. Principle of keyword segmentation
According to the word segmentation principle of Taobao system, each title will be divided into several phrases. Whether it is Taobao hot words, long tail keywords, or main keywords, different combinations of keywords and keywords will have different effects. The weight of keywords is determined by the sales volume of Babies. When Babies have sales volume, the weight of keywords that bring transactions will increase. If keywords are divided into two at this time, the weight will also be divided into two words, and the weight between words will become lighter, which is not conducive to the promotion of search rankings. Therefore, when we combine titles, if we want to increase the weight of keywords quickly, we must choose those with less segmentation.
3. Keyword optimization and click rate of main map
In general, when we search for keywords, we usually convey two messages: one is what we want, such as dresses, sweaters, shirts, etc., and the other is what we want, such as black, long sleeves, short styles, etc. But you will find that the first information, that is, product words (or category words) themselves, is not very important, although this word is the basis and the largest number of searches. It's like searching for "dresses", and a lot of dresses come out, long and short, loose and slim, but it's hard to find the one you really want.
The second information is very important, because the key point here is the modifier. The modifier represents what consumers want, and what they want, they naturally want to see. For example, "suspender dress wine red", your main picture should show these two points.
However, many sellers often ignore a point. When optimizing the title, if you choose a keyword that is "white", but your main image still uses the "wine red" SKU image, then when consumers search for "white", you will display "wine red". Do you think consumers will click? The consequences of doing so will only affect your image click rate, and thus your overall search weight. Therefore, when we optimize the title, we must consider the click rate of the main graph.
4. Keyword optimization and detail page conversion rate
Just as keyword optimization affects the click rate of the main map, we should also consider the conversion rate of the detail page when optimizing keywords, because the detail page is the way for consumers to learn about babies in detail. When they see the information they want to see, they will click on it and see the information they want to see (or the expected information) in the detail page, and finally promote the purchase. For example, if you are selling bookcases and the title keyword contains the keyword "large capacity", you should also highlight the "large capacity" when designing the detail page.
